Just two weeks until the 17th National Healthcare Marketing Strategies Summit, April 29 – May 1, 2012 at the Ritz-Carlton Grande Lakes in Orlando, Florida. It’s a great forum for staying on top of trends and leading edge practices in the health industry, and for connecting with friends and colleagues. And, hey, it’s at the Ritz-Carlton. What’s not to like??
I’m also excited to be presenting with three top-notch marketing executives – Suzanne Sawyer (Penn Medicine), Ellen Barron (University of Iowa Hospitals and Clinics, and Phyllis Marino (MetroHealth) – on the changing role of the chief marketing officer in healthcare institutions. And Carla Bryant will share the podium with Lee Gwaltney and Jessica Carlson (Sentara Healthcare) to talk about managing brands across digital channels. Here are our session descriptions. Hope to see you there!
Marketing Executives: Are You Ready for the Future!
Sunday, April 29; 1:00 pm – 3:45 pm
More than ever, marketing executives are being held to a higher standard of accountability for driving growth, innovation, customer loyalty and better business performance in health systems. This workshop will focus on the changing role of the marketing executive in establishing the discipline of marketing as a core business competency, and in creating high performing, future-ready marketing teams and operations. Learn how three health systems are redesigning marketing to proactively address new competitive dynamics, drive alignment to health system growth agendas and master new media fluency. Participants will also learn key methods for assessing their own marketing operations and establishing a road map for change.
Aligning Brands Across Digital Channels
Monday, April 30, 2012; 3:45 pm to 5:00 pm
As health systems invest in clincial information systems and embrace web, social and mobile technologies, branding becomes increasingly complex. Learn how to build and manage digital brand portfolios and creat brand identity and consistency. Hear how to manage multi-facility, multi-service, multi-market system brands across the digital landscape.